Show leads and customers different next steps

Stop asking customers to sign up for something they already have. You'll build one flow that uses your existing contact data to show each visitor a useful next step, without asking them to describe themselves again.

Our example business, WorkForge (opens in a new tab), gives customers a link to help, leads a way to compare plans, and visitors it doesn't recognize a place to explore.

1. Choose who sees each offer

Pick a marketing page on your website and three real destinations. Put the customer check first, so someone who's both a customer and a subscriber gets the customer offer.

WorkForge would use:

• Contact (opens in a new tab) for customers who need help.
• Pricing (opens in a new tab) for leads considering a plan.
• The homepage (opens in a new tab) for anyone it doesn't recognize.

Use the pages that fit your own customers. Decide which pages must never show the widget, such as account or checkout pages. We'll place it on just the marketing page you chose.

You'll need RightMessage installed on your website and your email platform or CRM connected. That connection lets you use what you already know about a contact to choose an offer.

Check the field, tag, or purchase record that actually marks someone as a customer. In this example, a custom field named lifecycle_stage contains customer. Confirm who keeps it up to date after a cancellation or other change. A pricing-page visit isn't a purchase.

You'll also need a way to identify visitors, such as a supported email link or form submission. Connecting your CRM doesn't identify every browser. An unrecognized visitor might already be a customer, so write the default offer without calling them new.

2. Create the flow

A flow chooses what visitors see. Its widget puts that content on your page. We'll use an inline widget and pick its position inside RightMessage, without pasting another piece of code into your website.

1. Open Flows, choose New flow, then Blank flow.
2. If Where should this flow show? appears, choose A new widget.
3. Select Inline, enter WorkForge next step in Flow name, and choose Create flow.
4. Open the attached widget and turn Enabled off while you build. New widgets start enabled.
5. Return to the flow and add a Condition from Build.
6. Set Note to Customers first. Choose your provider's custom-field condition, select the lifecycle field, and use Equals with its exact customer value. Choose Done.
7. On Yes, add an Offer for customer help.
8. On No, add another Condition with your provider's Subscriber condition.
9. On this second condition's Yes path, add the lead offer. On No, add the default offer.

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Flow condition node in the Blog visitor journeyOriginalOriginal

Subscriber means a known contact in that provider, not necessarily someone who's agreed to marketing email. Customers take the first Yes path and never reach the lead check. See the Condition node reference for other rules.

3. Write the offers

1. Open the customer offer and choose Create a new offer / promo.
2. In Content, write a Headline, Description, and Button text that explain the help they'll get.
3. Set Link URL to your customer-help page.
4. Close the drawer and do the same for the lead and default offers, using their own messages and destinations.
5. Check that all three offers are enabled. Keep the widget disabled until you're ready to review it.

For WorkForge, the customer offer could say "Need a hand with WorkForge?" with a "Contact the team" button. The lead offer could say "Find a plan for your team" and link to pricing. The default could say "See what you can organize with WorkForge" and link to the homepage.

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Offer Content controls for headline, description, button text, destination and imageOriginalOriginal

You can reuse an existing offer, but future edits to it also appear everywhere else it's used. This guide uses links, so you don't need another opt-in form. If you later add one, put it only on the default path and finish routing before it. The Form and Offer node reference explains what can follow a form.

4. Put it on your page

1. Open the widget's Display tab.
2. Under Where it appears, choose Pick spots on your site, then Pick a spot.
3. Browse to your marketing page and choose a position beside its main content.
4. Check the saved placement's domain and Path is rule. Keep it limited to that exact page.
5. Check that it won't compete with another widget already on the page.

Inline widgets don't have popup targeting, trigger, or dismissal controls. Their placement controls where they appear. If you need additional exclusions, put a Condition before the offer routes and send excluded visitors to Exit Flow.

If your site needs an HTML embed instead, embedding a widget covers the code and shortname settings.

5. Preview it on your site

Use test contacts whose status you know, including a customer who also qualifies as a subscriber.

1. Turn the widget's Enabled switch on in the draft when you're ready to test. Coordinate this with anyone else who can publish the project.
2. Choose Preview on your site in the bottom bar. Use Choose preview URL to open your marketing page.
3. Check each offer and its link on desktop and mobile.
4. Use the debugger docked at the bottom to inspect the available contact data and the path it selects.

A customer should see help, a known lead should see the lead offer, and an anonymous browser should see the default. A blank or unexpected lifecycle value takes the lead path if the provider recognizes the contact, or the default if it doesn't. Check returning visitors too, and confirm the widget doesn't appear on excluded pages.

Test your changes with the actual identification handoff as well as previewed contact data. Forced segments and impersonation let you inspect the content, but don't check whether a real browser gets identified or its data is current. If that check is still incomplete, turn Enabled off until you can finish it.

6. Publish

Once the routes work, choose Publish and review all pending project changes, including the widget's enabled state. Then visit the published page as a customer, a lead, and an unrecognized visitor without forced debugger data.

When each person gets the right offer and its button opens the right page, it's working. A click doesn't tell you whether they finished setup or booked a call. Next, see which offers people click.